The dearth of talent with these skills mirrors the skills gap problem seen in areas of IT, says Taylor; there's a huge demand for digital marketing talent but a lack of supply at the moment.
The digital marketing skills gap
"It's really hard to find this talent, and it's similar to the situation in IT right now. The digital marketing people who are currently employed are getting tons of emails every day trying to poach them - even if they've only been in their roles a few months, because the market is so strapped," Taylor says.
Digital marketing talent with skills and experience like those Kristine Spence developed are a rare quantity in the field, especially since her expertise evolved along with the technology, she says.
"If you want to stay relevant and build on your skills, you have to keep up with the technology advances and stay ahead of the game -- otherwise, you're looking at a career stall. I do a lot of research, I attend industry seminars and webinars, I network with other professionals, I read articles -- but most of this I've learned by doing, and by 'blowing stuff up,' and that's the fun and exciting part," Spence says.
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